BOTTOM LINE COMMUNICATIONS
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BOTTOM LINE COMMUNICATIONS
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IN OUR OPINION.... KCTV5 KNOWS HOW TO PROMOTE ITS STORIES AND WILL WIN NOVEMBER SWEEPS We are ready to predict that KCTV-5, the station folks love to hate, will again win the 10 p.m. sweeps period this month. The people who coined the term "Live. Late-Breaking. Investigative." are not necessarily the best at developing sweeps pieces, but they are far and away the best at promoting themselves. And that's the name of the game in TV. Nichole Teich at KSHB-TV41 did a superb investigative piece (KSHB Meat) on how many supermarkets accept returns of meat and then simply re-shelve it. It's a major health violation and forbidden by the FDA, but the story was over and done in a matter of about a day. But the folks at KCTV5 know that the sweeps period runs almost the entire month of November. They run a variety of advertising spots on various radio stations promoting themselves. They do teasers all day long on their own station highlighting upcoming stories and on their Web site. The folks at KCTV5 are laughing all the way to the bank. Their 10 p.m. newscast is the one used to set advertising rates. Their stories are designed to generate strong feelings--positive or negative-- and they know how to do it. As an example, on the Chris Stigall show (11/9) on KMBC (710AM) Stigall teed off on KCTV-5 calling it "despicable." He called Chief Investigative Reporter Ash-har Quraishi a "street thug" for the way he confronts folks on the street. Even Jack Harry, sports director at KSHB-TV41, joined Stigall by saying he was embarrassed by the kind of stories they do at KCTV5, his former employer. He said KCTV5 even gives credit to the folks who do the make-up and hairstyling for anchors. Think KCTV5 staffers are embarrassed? Not on your life. Quraishi and Executive Producer of Special Projects Sam Zeff are scheduled to go on the Darla Jaye morning radio show (11/9) on KMBZ-980. Jaye has been highly critical of KCTV over a sweeps piece done that was unfavorable to the Independence (MO) Police Department last year. They are updating the piece for this sweeps period and are more than willing to come on her show and duke it out. Media folks love to hate KCTV5. The all but spit out "Live. Late-Breaking. Investigative." But thanks to an integrated media relations campaign the folks at KCTV5 will be the ratings leader again during this sweeps period.
YOUR THOUGHTS?
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